Student satisfaction through an adaptation of the SAM method: an analysis from consumption to post-consumption in higher education degrees

Abstract

The higher education market is experiencing a duality between meeting financial and academic goals. In both perspectives, the search for student/consumer satisfaction is a reality. The methods for measuring student satisfaction, in the Brazilian scenario, are mostly based on marketing metrics, without a real understanding of the students' feelings and perceptions. Given this scenario, the question is whether there is a divergence in perception between the student and the former student and if there is any viable technique capable of measuring these issues. In a quantitative survey, with 256 students, 81 former students, and 47 professors, an adaptation of the SAM (Self-Assessment Manikin) scale was carried out, with reason-emotion humanoids and academic stimuli. The main result is that the SAM is a viable, fast and effective model. It addresses institutional technical issues from a personal perspective. Furthermore, the divergence of perception between the former students and the current students was found.